Principles of Marketing (MKTG2202)
Faculty of Economics and Management Science (FEMS)
Semester: Resit
Level: 200
Year: 2016
Duration: 2hours
Instructions; answer all questions
SECTION A: (30 marks)
1.
Which is considered the external disadvantage of the marketing environment?
a) Strength
b) Weaknesses
c) Opportunities
d) Threats
2. The modern form of acquiring competitive advantage include all of these except
a) Buying the latest machines for production
b) The practice of low cost
c) The mastery of quality
d) The reduction of delivery date line
3. The first degree franchising act is that part of the franchising contract that concerns the
sale of corporal assets against a remuneration
a) True b) False
4. These are the situational factors that affects the buying decision of customers except
a) Culture
b) Purchase reason
c) Physical surrounding
d) Social standing
5. For effective market segmentation to hold, certain conditions must hold except
a) Customer’s buying need for the product should be heterogeneous
b) The firm must be able to reach to the chosen segment with the particular mix
c) The segments of the markets should be identifiable
d) There must be many customers
6. These are the customer and market place concept
a) Needs
b) Market offerings
c) Satisfaction
d) Promotion
7. Business bluffing from a moral point of view is ethical
a) True b) False
8. It consists of presenting an existing product to a new set of customers
a) Penetration
b) Market development
c) Product development
d) Diversification
e)
9. One of the internal factors in favor of diversification is
a) Many more competitors
b) The desire to expand and grow
c) Human pressure
d) Profitable motive
10. Which among the following is a social factor that affects the customer’s buying
behavior?
a) Perception
b) Time
c) Income
d) Opinion leaders
THE UNIVERSITY OF BAMENDA
FACULTY OF ECONOMICS AND MANAGEMENT SCIENCES
2nd Semester Resit Course T: Principles of Marketing
Course Code: MKTG 2 0 2
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11. The support activities of value chain analysis of Michael porter include the following
except
a) Margin
b) Supplies
c) Human resource management
d) Firm infrastructure
12. This occurs when customers are highly involved with an expensive infrequent or risky
purchase but see very little difference among brands
a) Complex buying behavior
b) Habitual buying behavior
c) Variety buying behavior
d) Dissonance buying behavior
13. Branding is a set of activities designed to produce and sell to a particular set of customers
a) True b) False
14. These are the concepts under which organizations design and carry out their marketing
strategies except
a) The production concept
b) The designing concept
c) The marketing concept
d) The product concept
15. Which among the following is a social factor that affects the customer’s behavior?
a) Family role
b) Motive
c) Social class
d) Culture
SECTION B: (40 marks)
1. How has marketing change from the four P’s approach to the more current value based
approach? (15 marks)
2. As a newly recruited marketing agent of Molah and Sons CO.LTD, your first task is to
select a target for a new product recently developed. Explain to the board of directors, the
procedure for the selection of a target market. (25 marks)
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